Boar’s Head is the number-one brand in the service deli category; however, recently they’ve witnessed a migration among younger consumers away from the deli counter into pre-packaged product.
Our Decision Science and Consumer Research teams learned that the real barrier to deli counter use wasn’t just lack of time—as the client anticipated—it was intimidation. Younger consumers felt performance anxiety when they approached the counter, and so they chose pre-packaged as a default because it was easier. Coupled with formed habits, unfamiliarity, and indifference to its benefits, Boar’s Head had its work cut out for it.
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